WARC, 18 March 2014
SINGAPORE: People in Asia Pacific not only consume more
screen media daily than the rest of the world, they also spend more time
multiscreening, a new study has found.
The 2014 AdReaction Report from Millward Brown, the global
research firm, surveyed more than 12,000 people in 30 countries, including
3,080 in nine across Asia-Pacific (Australia, China, India, Indonesia,
Philippines, South Korea, Thailand and Vietnam).
It revealed that the average APAC multiscreen user consumed
around 22 minutes more screen media every day than the global average, or seven
hours 19 minutes vs six hours 57 minutes. And they were able to do that within
a five hour period thanks to their multiscreening habits.
Just over two hours, 122 minutes or 39% of their total
viewing time, was spent multiscreening, compared to the global average of one
hour 49 minutes.
In particular, they spent more time on smartphones (159
minutes) and laptops (115 minutes), although proportionally this time was
broadly similar to the global average. The most significant departures from the
global norm were in the greater use of tablets (14% vs 12%) and lesser use of
television (24% vs 27%).
Indonesia (nine hours) and the Philippines (eight hours 51
minutes) were out in front in terms of overall screen minutes. At the other end
of the scale were Japan (five hours 43 minutes) and South Korea (six hours 19
minutes).
Millward Brown also examined how people used their devices
while watching TV, distinguishing between "meshing" (the consumption
of content related to what was on TV) and "stacking", using a phone
or tablet for something not related to TV.
People in Thailand, the Philippines, South Korea and
Indonesia were most likely to mesh, while those in Australia, Japan and Vietnam
spent more time stacking.
Consumers' receptivity to advertising on the different media
was also examined, with television continuing to be the most favourable. But
Mark Henning, Millward Brown head of media and digital for Africa, Middle East
and Asia Pacific, noted that APAC consumers emerged ahead of the global average
for "paying at least some attention" to ads on laptops (57%
regionally vs 52% globally), smartphones (56% vs 51%) and tablets (56% vs 52%).
"Brands should keep in mind that the media itself –
where you are seen – can be part of the message," he told Campaign
Asia-Pacific.
Data sourced from Campaign Asia-Pacific, Millward Brown;
additional content by Warc staff
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